Portland just finished a record-setting heat wave.
My potato plants didn't fare well. The majority of their vines died off so it was an early harvest.
But my tomatoes... in three days time they about doubled in size and I've been having to prune them almost daily.
Even though the plants are similar (same plant family), they react differently to temperature.
Tomatoes love the heat but hate the cold.
Potatoes hate the heat but love the cold.
Your customers will react differently to your offers too. Some will jump at any discount, some won't buy except at regular times, some buy irregularly and ignore all of your marketing.
This difference in behavior is why segmenting can be so powerful. When you can change what offers and messages you're sending to each segment, you'll get better reactions and responses.
In Repeat Customer Insights you can start with the Automatic Segments. Those are 30 segments defined for you that include advice and recommendations on how to reach the customers.